Quantitative Research in Branding and Surveys

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Questions and Answers

What is a primary purpose of quantitative research following a qualitative study?

To analyze qualitative data in detail

To generate new hypotheses

To recruit participants for further studies

To measure phenomena and test relationships (correct)

In the context of branding, what is a key survey goal involving perceptual maps?

To analyze historical sales data

To determine customer loyalty only

To establish a social media strategy

To identify the positioning of a brand against its competitors (correct)

Which of the following dimensions should be measured in a questionnaire for beverage sweeteners?

Perceived naturalness and perceived health (correct)

Brand history

Market price trends

Advertising expenditure

Which hypothesis can quantitative research NOT effectively test?

An advertisement was well-received Signup and view all the answers

What is the primary focus of the quantitative phase of research following qualitative insights?

Testing hypotheses and measuring phenomena Signup and view all the answers

What is the role of the moderator in a group interview?

To ensure the discussion stays focused and inclusive Signup and view all the answers

Which of the following best defines a survey?

A method for gathering quantitative primary data using a structured questionnaire Signup and view all the answers

What is a significant drawback of using surveys for data collection?

Respondents may not accurately represent their own preferences Signup and view all the answers

What is the primary function of the one-way glass in a group interview setting?

To allow analysts to observe without being seen Signup and view all the answers

Which component is NOT part of the sampling process?

Assessing the reliability of the data Signup and view all the answers

How are the questions in a structured questionnaire typically arranged?

In a fixed order with standardized questions Signup and view all the answers

Which of the following is a characteristic of focus groups?

They rely on open-ended questions to generate discussion Signup and view all the answers

What is a significant advantage of electronic interviews in survey administration?

No missing data due to forced answers Signup and view all the answers

What is one challenge associated with developing surveys?

Ensuring that participants are willing to answer the questions Signup and view all the answers

What is a major disadvantage of electronic interviews?

Limited reach due to self-selection bias Signup and view all the answers

Which type of questioning is primarily used to measure brand awareness in consumers?

Spontaneous open-ended questions Signup and view all the answers

In the context of brand recall, what does 'top of mind' refer to?

The first brand that comes to consumers' minds in a category Signup and view all the answers

Which of the following best describes the nature of closed questions in surveys?

They require respondents to select from defined options Signup and view all the answers

One of the following statements about brand recognition is correct. Which one is it?

Recognition can occur through visual elements like packaging. Signup and view all the answers

What is the primary purpose of using skip logic in electronic surveys?

To customize the survey experience based on previous answers Signup and view all the answers

What defines a self-administered survey?

Survey that requires respondents to answer without clarifications Signup and view all the answers

What is the primary focus of the semantic differential scale used for visual appeal?

To assess interest and creativity Signup and view all the answers

Which of the following represents a step in preparing a questionnaire?

Drafting the questionnaire Signup and view all the answers

What type of items are used to measure attention to the ad as described?

Seven-point Likert-type items Signup and view all the answers

In the context of survey goals, what is NOT a typical objective of conducting a survey?

Create attractive advertising campaigns Signup and view all the answers

During the objective definition phase of preparing a questionnaire, which task is essential?

Identifying the topics to be investigated Signup and view all the answers

In the McKinsey Survey example, what type of changes did participants report?

Changes in sustainable practices during Covid-19 Signup and view all the answers

What is a characteristic of items used to quantify sources of dissatisfaction?

They can influence supplier switching intentions Signup and view all the answers

What should be considered when listing variables in the objective definition step?

Statistical analysis methods used Signup and view all the answers

What is the first action recommended for bachelor students when developing their questionnaires?

Search for validated scales Signup and view all the answers

Which type of pilot testing involves a researcher being present to gather reactions?

Accompanied pilot Signup and view all the answers

What aspect should NOT be considered when testing a questionnaire?

The accuracy of the responses Signup and view all the answers

For a large study, what type of pilot is recommended to check scale reliability?

Large-scale pilot Signup and view all the answers

Which of the following is NOT a type of data mentioned in the guide?

Experimental data Signup and view all the answers

What is the primary purpose of conducting a pilot test on a questionnaire?

To ensure questions sound right Signup and view all the answers

How can a student find previously validated scales for their questionnaires?

By using Google Scholar and library resources Signup and view all the answers

What is one characteristic of dependent variables?

They may fluctuate based on independent variables Signup and view all the answers

What is the primary purpose of the introduction in the questionnaire?

To invite participants to engage by explaining the survey's anonymity and significance Signup and view all the answers

Which of the following describes a reason participants might indicate for not using online booking platforms?

Concerns over data security and privacy Signup and view all the answers

In terms of questionnaire structure, which section follows the filter questions?

Organized questions according to the topic Signup and view all the answers

What kind of information is the survey primarily gathering from respondents?

Participants' preferences and opinions related to booking methods Signup and view all the answers

What should be included in the conclusion of the questionnaire?

A thank you note and a disclosure about the study’s aim Signup and view all the answers

Which option outlines a common characteristic of filter questions in a survey?

They assess whether participants qualify for subsequent survey questions Signup and view all the answers

How are the survey questions organized to enhance clarity for participants?

By linking sentences that transition from one topic to another Signup and view all the answers

What is one potential outcome if insufficient respondents participate in the survey?

The professor supervising the project may fail the students conducting the survey Signup and view all the answers

Study Notes

Analyzing and Understanding Markets: Interviews and Surveys

Market research can be conducted internally or externally through specialized service providers.
Market research is a process with steps: problem formulation, research design, data gathering, analysis, and reporting.
Research designs can be exploratory, descriptive, or causal, utilizing secondary or primary data.
Secondary data (desk research) involves examining data sources and utilizing library resources for assignments.
The presentation will now focus on gathering primary data.

Agenda

Qualitative studies
Surveys (characteristics, sampling, administering surveys, question typologies, creating questionnaires)
Group Assignment 2: guidelines and instructions for student presentations
Time allotted for group work

Qualitative Studies

The goal is to understand poorly understood phenomena, such as:
- Decision processes for purchasing electric cars
- Consumer dissatisfaction with products or services
- Reasons for switching from one brand to another (e.g., Apple to Android)
Qualitative studies focus on understanding the qualities, not quantifying data.
Key findings might involve identifying major sources of dissatisfaction (e.g., product complexity, costly maintenance, lack of eco-friendliness).
Understanding consumer decision-making processes could involve identifying benefits sought and criteria used to compare alternatives.

Main Typologies of Qualitative Studies

Ethnographic and observation-based studies: Observing consumers in their natural environment (e.g., at home, points of sale, events). This method allows for first-hand observation of consumption behaviors, rather than relying on explanations.
Individual, in-depth interviews: Asking participants a series of questions, which can be more or less structured, depending on the knowledge about the issue. Often conducted online (e.g., via Zoom).
Focus groups and other forms of group interviews: Small groups of participants, led by a moderator. Interactions allow for the emergence of insights that wouldn't otherwise be possible, including important information that may not be obvious.

Individual In-Depth Interviews

Semi-structured, with open-ended questions.
Sample size often around 20, not representative of the whole population.
The sample should be representative of a targeted population or phenomenon (e.g., people who have recently purchased an electric car).
Interviews are usually face-to-face or video-conferencing, rarely over the phone.
Questions may be sent beforehand for preparation.
Interviews are recorded (audio and/or video).
Transcriptions are done, potentially using voice recognition software.

Focus Groups or Round Tables

Mostly use open-ended questions, with initial warm-up questions to establish a conversational flow.
Typically 8–12 participants at a neutral location.
A one-way mirror or technical room with observation is used where researchers observe participants.
A moderator leads the discussions and ensures everyone participates equally.
Discussions are recorded (audio/video), transcribed, and analyzed.

The Survey Method

Data is gathered through questionnaires.
Questionnaires are structured and designed to elicit specific information from respondents.
It's the most used data-gathering method for market researchers.

Terminology

Survey: Method/technique for collecting quantitative primary data.
Questionnaire: Tool for conducting a survey.
Interview: The moment of data collection when participants fill out questionnaires. The term is also used in quantitative research.

The Survey in Brief

Uses standardized questionnaires with questions in a fixed order.
Easy to administer, reliable, and allows for comparisons of data.
Limitations: Respondents might not always be willing or able to answer, options may not represent views accurately, and questionnaires are not always easy to develop.

Sampling

The Sampling Process:
- Define the target population
- Select the sampling technique
- Determine the sample size
- Execute the sampling process
Target Population: All elements (people, households, or companies) with shared characteristics for the marketing research problem. (e.g., all French fast fashion consumers)
Sample: A subgroup of the population selected for participation. Not every member of the population will participate.
Sampling Technique: Probabilistic methods (e.g., random sampling) where each member has equal chance of being selected; non-probabilistic methods (e.g., convenience sampling, judgmental sampling, snowball sampling) where accessibility is prioritized, or individual's expertise.
Sample size: Determined by statistical criteria, and sometimes by business realities. (e.g., a typical sample of 300-400 respondents for consumer studies might be acceptable).
- Response Rate: Calculated as Completed Interviews / Eligible Units in the sample. This shows the proportion of individuals contacted that completed the survey.
Sampling Process Execution:
- How to recruit participants: Utilizing mailing lists, online recruiting, onsite recruiting, marketing research providers and online panels (e.g., Amazon Mechanical Turk).

Panels

Professional panels composed of individuals who agreed to be contacted for participating in marketing research. Monetary incentives are offered.
Potential limitations: self-selection bias, not being fully representative, and sometimes, lack of the required expertise.

How to Administer a Survey (Methods)

Face-to-face interviews (at-home, mall-intercept)
Telephone interviews (traditional, computer-assisted)
Mail interviews
Electronic interviews

Advantages and Disadvantages of Various Survey Administration Techniques

Face-to-face interviews: Advantages are high environmental control and ability for interviewer clarification of questions. Disadvantages are high costs and potential for participant refusals, plus interviewer bias and consumer skepticism.
Telephone interviews: Advantages are speed and immediate data availability; interviewers have moderate control over the survey, but can't see the environment. Disadvantages are limited control, questionnaire length, potential for respondent refusals, and interviewer bias.
Mail interviews: Advantages are lower cost and sometimes high response rate, useful for reaching a wider population. Disadvantages are low response rates if not conducted via a panel, slow data return, and no direct contact with respondents.
Electronic interviews: Advantages are high flexibility and speed, fast turnaround, low cost, and the benefit of reaching many geographically dispersed participants. Disadvantages are potential for self-selection bias and lack of interviewer control.

Question Typologies

Open vs. Closed Questions:
- Open-ended questions: Allow spontaneous responses (e.g., "What brands of soft drinks do you think of".)Useful for exploratory research and discovering unanticipated feedback in situations like measuring brand awareness.
- Closed-ended questions: Pre-coded options, which may be dichotomous (e.g., yes/no answers), multiple choice, or rating scales (e.g., Likert, semantic differential, continuous).
Open-Ended Dichotomous vs. Multiple Choice: A simple "yes" or "no" answer (dichotomous) versus a selection from a limited number of options.
Likert Scale Questions: Measuring the degree of agreement/disagreement with statements. Data is treated as interval and the scale is easy to construct and administer.

Likert vs. Semantic Differential Questions

Likert Scales: Measure the degree of agreement or disagreement; data is considered interval-scaled, and the questions are simple to build, and the meanings can be specified more effectively.
Semantic Differential Scales: Rank objects in relation to bipolar adjectives on a 7-point scale. The technique might not be suitable for all situations, and pre-testing the adjectives is often required.

Continuous Rating Questions

Respondents are asked to rate an object, activity, or concept using a slider or similar, where they indicate a mark or position on a continuum.
The technique is easy to implement online but not often used for paper-based questionnaires.

How Many Answer Options/Levels?

A general rule of thumb is using 5 to 7 response options, though 3 can sometimes be preferred in cases of low participant involvement (e.g., telephone interviews). A much greater number of options can be too overwhelming for the individuals completing the surveys.

Odd vs. Even Number of Answer Options

Odd scales: Allow for neutral responses (e.g., 5-point Likert scale with a neutral middle point). Many respondents give neutral feedback if given that option.
Even scales: Force a response, with respondents having to choose somewhere along the spectrum. This might prevent neutral responses if that is what the respondent would have otherwise given.

Validated Scales

Use validated scales developed by marketing researchers.
Validated scales are more reliable and are readily available, using publicly available tools and libraries. It's generally not appropriate for individual students to create complicated questionnaires on their own.

Questionnaire Structure

Introduction: Engaging participants and outlining objectives; provide information about confidentiality.
Filter questions: Narrowing down the target respondent base to those of particular interest.
Questions: Organized in sections, linked well for clarity, with some specific questions that will aid in getting the kind of responses wanted.
Conclusion: Thanking participants and summarizing the goals of the study.

Questionnaire Introduction and Instructions

All surveys should include a salutation (greeting).
Participants should be thanked.
The survey's goals, and how the data is handled and used, should be explained.
The survey length should be clear.
Instructions or guidelines should be clear.

Testing and Refining Questionnaires

Pilot tests: Use a small group to review questions and the questionnaires and how it flows. This practice helps uncover problems or make adjustments before a full-scale distribution.
Key checks for refinement:
- Does the questionnaire flow properly?
- Do questions sound right and are understandable?
- Are questions well organized?
- Do respondents find the answers easy?
- Does the technology work?
- Length of the survey, to ensure that people are not deterred from completing it.

Steps of Questionnaire Creation

Defining objectives and conceptualization
Drafting the questionnaire
Testing the questionnaire

Typical Survey Goals

Measuring consumer behavior and attitudes
Quantify and generalize qualitative research;
Identify positioning of a brand versus competitors;
Identifying consumer profiles;
Understanding customer satisfaction.

Dependent vs. Independent Variables

Dependent Variables (DV): Variables that are measured and depend on factors (variables)
Independent Variables (IV): Factors that are changed to see their impact on the DVs. This information can be useful in causal analysis.

Reading Material

Specific readings with page numbers are available with the provided content. There is a reading that requires you to study sections 4.4.2 and 4.5. These chapters are about questionnaires and qualitative research.

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Description

Explore the intricacies of quantitative research following qualitative studies, particularly in the context of branding and surveys. This quiz delves into key concepts such as survey goals, sampling processes, and the role of moderators in group discussions.